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2016_copy_CIA_SupermarketRD_B-Ruhs

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2016_copy_CIA_SupermarketRD_B-Ruhs

  1. 1. Supermarket Retail Dietitians Forming beneficial chef + Dietitian partnerships Barbara Ruhs, MS, RDN The Culinary Institute of America January 18-20, 2016
  2. 2. Barbara Ruhs, MS, RDN Registered Dietitian Nutritionist Launched Retail Dietitian Programs –  Oldways Dietitian Symposium, 2010- present –  Progressive Grocer Summit, 2012-2014 Retail Health Columnist, Progressive Grocer, 2012-2015 Supermarket Dietitian, Bashas’ Family of Stores (AZ), 2008-2013 Dietitian, Harvard University, 2002-2008 Private Practice in Boston, 1998-2013 USDA Child Nutrition Programs, 1996-2001
  3. 3. Retailer Par*cipants: • Giant Eagle •  Ahold (Giant Mar2n’s) •  Price Chopper •  Wegman’s •  Top’s Friendly Markets •  SpartanNash •  Kowalski’s •  Byerly’s •  Weis Markets •  Whole Foods •  Hy-Vee •  Meijer •  H-E-BuJ •  United Texas •  Safeway •  Kroger •  King Soopers • Albertson’s •  Balls Foods (Hen House) •  Fresh Direct • Food for Less • K-VA-T •  Save Mart •  Fes2val Foods •  Lowes Foods •  Ingle’s Markets •  Harmon’s • Big Y •  Hannaford Bros. •  Ralph’s •  ShopRite •  Sobeys (Canada) • Loblaws • Target • 7-Eleven Learn more: www.Oldwayspt.org Barbara Ruhs, MS, RD, LDN 2013 email: barbruhs@yahoo.com Oldways Supermarket Dietitian Symposium, 2010 - Present
  4. 4. 1.  Opportunities & Impact of retail Dietitians (Supermarkets & Foodservice) 2.  Overview of Supermarket Retail Dietitians 3.  Forming Retail Dietitian + Chef Collaborations to Impact Health Agenda Today Barbara Ruhs, MS, RD, LDN 2016 email: barbruhs@yahoo.com
  5. 5. “Grocery stores are uniquely positioned – in the sweet spot between manufacturers and consumers – to market nutritious products to increase the appeal and affordability, and perhaps de- emphasize those products that are not nutritious.” –James Marks, MD, MPH, Sr. VP and Health Group Director, Robert Wood Johnson Foundation Ruhs, MS, RD, LDN 2016 email: barbruhs@yahoo.com
  6. 6. 85 % of all U.S. Supermarkets have a dietitian on staff (vs. <10% in 2007) 20% of all U.S. Spending is on healthcare ¾ of all spending is on cardiovascular disease, cancer, diabetes and obesity which are preventable and modified by diet. Barbara Ruhs, MS, RD, LDN 2016 email: barbruhs@yahoo.com
  7. 7. Retail Supermarket Dietitians -Influential Advisor to Category Managers/Buyers -Media Spokesperson -Weekly AD Promotions -Nutrition Publications -Community Partnerships & Events -In-Store Education, Tours, Classes -Merchandising & Displays -Nutrition Shelf Labeling (Dietitian’s Pick) -Social Media & Blogs -Employee Wellness -Nutrition Analysis – Prepared Items -Culinary Education & Demo Sampling Barbara Ruhs, MS, RD, LDN 2016 email: barbruhs@yahoo.com
  8. 8. In-Store Nutrition Education Programs RD Demos, Signage & Displays Adding Value to Stores Enhance customer experience Spend 2x as other customers with decreased price sensitivity Dietitians are the key to customer engagement in Supermarkets Barbara Ruhs, MS, RD, LDN 2016 email: barbruhs@yahoo.com
  9. 9. Health and Diet Interna*onal Food Informa*on Council Founda*on Food and Health Survey 2015 9 How much of an impact do the following have on your decision to buy foods and beverages? (% Rating 4 to 5 on 5-point scale, from No Impact to A Great Impact) Taste, price, and healthfulness continue to drive food selection. 2015 n=1,007 Arrows indicate significant (.95 level) differences vs. 2014.
  10. 10. Groceries vs. Restaurants “*Americans’ spending on dining out just overtook grocery sales for the first time ever.” ~Bloomberg Business, April 2015 *Does NOT include big box stores, including Wal-Mart, Costco, Target, nor does it include specialty stores! Barbara Ruhs, MS, RD, LDN 2016 email: barbruhs@yahoo.com
  11. 11. Groceries vs. Restaurants •  Bloomberg Data is misleading! Their food sales in “retail” data does not include big box stores, like Wal-Mart, Target, or Costco! •  Bloomberg Data does not include food sales from specialty stores either! •  The Food Institute, an information service for the food industry reports (2015) food sales: •  $222.3 billion from grocery stores, warehouse clubs, supercenters, specialty stores •  $147 billion from eating and drinking places – including ALL foodservice categories. Barbara Ruhs, MS, RD, LDN 2016 email: barbruhs@yahoo.com
  12. 12. “The next American cook is going to be the supermarket. Take out from the supermarket, that’s the future. All we need now is the drive-through supermarket.” ~Harry Balzer, Analysis, NPD Group (speaking to Michael Pollen in 2009) Barbara Ruhs, MS, RD, LDN 2016 email: barbruhs@yahoo.com
  13. 13. Improving Nutrition of Prepared Meals Decrease •  Portions/Calories •  Sodium •  Sugar •  Saturated Fat Increase •  Fruits & Vegetables •  Whole Grains •  Seafood •  Vegetarian Barbara Ruhs, MS, RD, LDN 2016 email: barbruhs@yahoo.com
  14. 14. Supermarket RD + Chef Example What to Expect Discover fundamental cooking skills to gain confidence in the kitchen. Work side-by-side with chefs and dietitians to prepare an entire menu. Learn how to read a recipe, and take home a packet with all of the recipes form the class. Offer 5 types of classes: Kids, Technique, Dietitian Selection, Foodie, Specialty Diet. Barbara Ruhs, MS, RD, LDN 2016 email: barbruhs@yahoo.com
  15. 15. Supermarket RD + Chef Example •  Food You Feel Good About Makes It Easy to Shop! (Private Label Products, Prepared Foods & Market Café) •  Wellness Keys: Fruit or Vegetable Serving, Gluten Free, Lactose Free, Heart Healthy, Whole Grain, Low Sodium, Low Calorie, Lean, Vegan, High Calcium, Sugar Free, Fat Free. (Found on all products in the store) •  Menu Magazine Passport to Wellness Media Barbara Ruhs, MS, RD, LDN 2016 email: barbruhs@yahoo.com
  16. 16. Supermarket RD + Chef Opportunities 1.  Nutrition Analysis for Prepared Foods 2.  Meal Innovation, RD Taste-Testing 3.  Meal Planning, Special Diets, Shopping Lists 4.  Culinary-Focused Media Segments 5.  In-Store Chef + RD Demos 6.  Culinary Classes featuring RD 81% of retailers are emphasizing health & wellness as a competitive strategy (FMI 2015) Barbara Ruhs, MS, RD, LDN 2016 email: barbruhs@yahoo.com
  17. 17. Supermarket RD + Chef Opportunities 7. Integrated Health Improvement across all Departments (Bakery, Seafood, Deli) 8. Meals for Special Dietary Concerns (Diabetes, Gluten Free, Vegetarian, Heart Health) 9. Community Partnerships 10. Employee Wellness & Culinary Education Barbara Ruhs, MS, RD, LDN 2016 email: barbruhs@yahoo.com
  18. 18. Forming Chef + RD Partnerships in Food Retail (Supermarkets, Convenience Stores) Presented by: Barbara Ruhs, MS, RDN Email: barbruhs@yahoo.com Phone:(480) 216 – 6848 Twitter/Instagram @BarbRuhsRD

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